The second part of Market Research Predictions for 2022 covers industry leaders’ predictions that engage with the democratization of research, how we collect data, the increasing prioritization of CX, and a reimagining of the market research industry itself.
“The one area I want to call out is the increased use of consumer data. Brands have at their fingertips so much data on their consumers, this can include transitional, search, social, browsing data, etc. Due to the ease of analysis and interpretation, this is first being used to help solve a problem or identify gaps before conducting primary research. We’re seeing successful research agencies helping brands to find the consumer insights within the digital footprints left by consumers. Data delivers the “what” and primary research the ‘why’.”
– Martin Filz, CEO of Pureprofile
